HSBC Bank USA is enlisting bloggers as part of its new marketing campaign.

The U.S. operating unit of HSBC Holdings PLC of London has set up a Web site, ValuesSoapbox.com, and has recruited four prolific commenters from the nymag.com site, the online face of New York magazine, published by New York Media LLC.

The commenters will not be talking banking; they will focus on issues such as education, jobs, the environment and technology, HSBC said. The new campaign is an extension of its "Different Values" effort launched in October 2008, which kicked off with a 24-page ad spread in New York magazine.